Spotlight Communications and Marketing has been named the winner of the 2026 SABRE Awards, marking a historic first for Ethiopia’s communications industry.
The award was announced on March 17 at a gala ceremony held at The Venue Melrose Arch in Johannesburg.
Spotlight secured the top regional honor for its campaign developed for Safaricom Ethiopia, standing out among more than 500 entries submitted from across Africa. The campaign was selected from a competitive shortlist of 120 finalists, highlighting its strong strategic execution and creative impact.
The SABRE Awards (short for Superior Achievement in Branding, Reputation, and Engagement)are widely regarded as one of the most prestigious recognitions in the global public relations industry. Organized by PRovoke Media, the awards celebrate excellence in strategic communications, creativity, and measurable business outcomes.
This year’s win represents a milestone for Ethiopia, as it is the first time an Ethiopian agency has claimed a top prize in a pan-African PR competition. The achievement signals the growing influence and capability of the country’s media and marketing sector on the continental stage.
Industry observers note that the recognition reflects a broader shift in the role of communications agencies, from traditional service providers to strategic growth partners. Spotlight’s work was commended for combining cultural insight with digital innovation, positioning Safaricom Ethiopia as a key driver of progress in the market.
Speaking after the award, Ammanuel Bizuayehu, Head of Strategy at Spotlight Communications and Marketing, said the recognition affirms the agency’s commitment to redefining storytelling in Ethiopia.
“Being recognized on a pan-African stage is an incredible honor,” he said. “This award reflects the creativity, strategic thinking, and dedication our team brings to every project.”
The win is also expected to raise the bar for public relations and marketing across East Africa, encouraging greater emphasis on data-driven creativity, measurable impact, and peer-reviewed excellence.
As Ethiopia’s communications industry continues to evolve, the achievement underscores the potential of local talent to deliver globally competitive work and contribute to shaping the future of the sector.
